Dialogue with Chery Jetboss: Software defines that traditional car companies should be ecological leaders in the automobile era.

The old world is collapsing, and the new world has not yet been named.

The automobile industry is entering a once-in-a-century era of great change. The technological revolution has promoted the restructuring of the global automobile industry pattern and order. Traditional automobile giants such as Volkswagen, Ford and General Motors have entered the no-man's land with uncertain prospects, and the alliance between Nissan and Renault is in jeopardy. Peugeot Citroen and Fiat choose to hug each other for warmth in the cold winter.

Although Tesla, Weilai and other products in the new world have surpassed the traditional automobile giants in market value, many future-oriented ideas have not landed, and the sales volume is still very small compared with traditional automobile companies. Their survival prospects are also controversial in the industry.

At the node of industrial transformation, China Automobile Company is facing the dual challenges of transformation and survival. Last year, China auto market suddenly entered the winter, and weak local auto companies closed factories and laid off employees. This year has entered a period of high incidence of mergers and acquisitions. The understanding of the industry is that China will eventually have three to five local auto companies, four of which are Great Wall, Chang 'an, Geely and Chery.

Compared with traditional automobile giants, there is still a gap in the scale and volume of local automobile enterprises in China. Compared with the new power companies, they are also a member of the traditional camp. Under the double impact of market reshuffle and technological revolution, where is the future of local auto companies in China? In the new era of software-defined automobile, how should China automobile enterprises survive, develop and reposition?

Bao Yusi, Deputy General Manager of Chery Holding Group and General Manager of Jietu

At this year's Guangzhou Auto Show, "New Car and New Technology" had an in-depth exchange with Bao, deputy general manager of Chery Holding Group and general manager of Jiewei Automobile.

New cars and new technologies: At this Guangzhou Auto Show, Chery Jietu released the digital "Travel+"lifestyle strategy in cooperation with Tencent's car networking company, Wu Tong Chelian, and Qualcomm Science and Technology Company, and explored innovative ecological cooperation modes. What are the deeper and longer-term considerations behind this strategy and the new ecological cooperation model?

The automobile revolution triggered by this round of scientific and technological revolution has changed not only the product itself, but also the business model, organizational structure and so on. The industry generally believes that the automobile industry will enter the stage of ecological development in the future. How do you think automobile enterprises should embrace the ecology of automobile industry in the future? What core competitiveness do you think traditional car companies should have in the future? How to build these capabilities? Should automobile enterprises become the leaders of this ecology?

Bao: The automobile industry is undergoing a once-in-a-century great change. The changes in the automobile industry in recent years have surpassed all the changes in the past 100 years. What is the core of the profound impact of the so-called "new four modernizations"? I think the core is the Internet, big data, and 5G, which enables customers and OEMs to connect seamlessly from the original pyramid-shaped local conduction. Under such changes, whoever can perceive customers, who can perceive the trend of customer demand and who can respond quickly will become the final winner. The so-called software-defined world and digital marketing hope that customers can skip 4S stores and deeply integrate with OEMs. I think this may be a core.

The second aspect is called ecology. In the past, it was to provide branded products to dealers, who sold them to consumers. After the car is picked up, the sales process ends. Then the OEM will inspect the next batch and then consider how we do product development. Now software defines the world of cars, and selling cars is the beginning of sales, because there are thousands of people, everyone has everyone's preferences, and everyone has everyone's characteristics. Therefore, by defining the era with software, I can customize our products according to different customers and change cars according to your needs. At this time, there will be thousands of people in the car. With the arrival of software-defined cars, we are more customer-centered, constantly iterative development, or iterative development around different customer needs to meet the individual needs of different customers.

The third aspect is the ecology at a larger level. Mobile phones have the ecology of mobile phones, and cars have the ecology of cars. Let's discuss a question. Under the ecology of cars, why use mobile phones? What are the advantages of cars? Everyone knows that you must put down your mobile phone when driving, because this behavior is unsafe. But at the same time, drivers should have a better experience than using mobile phones, because cars have this ability, and mobile phones are so small that many things are limited. Cars are different. Cars can be equipped with more and more accurate sensors and more sophisticated algorithms, which can have a better customer experience. This is the advantage of cars.

The future car ecology is as a mobile terminal, which can graft its own mobile ecology. Customers realize their own usage scenarios through traffic flow, and data companies and OEMs become necessary parts to truly create customer value.

In the future, with the realization of intelligent scenes and driverless driving, it will gradually become an accepted way for people to enjoy the efficient operation of automobiles, and automobile companies will transform into diversified travel modes, travel companies and technology companies. The technological progress of intelligence, networking, new energy and enjoyment has brought some huge impacts to the gradually formed automobile industry, and this trend is becoming more and more obvious.

If it does not transform, it will become a foundry like Phoenix Bicycle. Without ecological construction, automobile enterprises will lose contact with customers and lose a very important starting point on the road of creating value. Therefore, it is extremely hard for a car company to just make a manufacturing factory, and it has no core competitiveness. In my opinion, if automobile companies want to develop, they must transform into service companies, technology companies and big data companies. The only way for it to survive is to truly "take the Internet as the concept" and "take customers as the center" and create value for customers in the whole value chain.

Why is Tesla's market value more than that of Volkswagen and BMW combined? The core problem is that it reflects the value of customer operation, not the full value of selling cars.

New cars and new technologies: Do you think car companies should become eco-leaders?

Bao: I think it should be. Automobile companies also have the potential to become the leaders of the future ecological circle. The automobile industry is different from other industries. It has a very strong ecological supply system and a very strong integration ability.

New cars and new technologies: Will traditional car companies in the mobile phone industry be subverted like Nokia?

Bao: That's true in the mobile phone industry. The new forces come in, and the traditional mobile phone factory has basically no chance. Nokia experienced many transformations, but due to too many entanglements, it finally had to choose bankruptcy. The only special case is Samsung, which abandoned the front end in the process of traditional mobile phones turning to smart phones and successfully transformed into the top few in the field of smart phones. However, the barriers in the mobile phone industry are relatively low, and those in the automobile industry are much higher.

In the process of automobile transformation to intelligence, why didn't the new forces, the Internet, or the software-defined automobile quickly defeat the traditional automobile enterprises? The core is that car barriers are much more than mobile phones, which also gives traditional car companies time to transform. I think we are now in the process of comprehensive reform of traditional enterprises. Whoever goes deeper and changes faster will become the winner in the future.

Taking this year's Beijing Auto Show and Guangzhou Auto Show as examples, we can see that the head enterprises of China's own brands have greatly shortened the distance with foreign-funded enterprises, and even surpassed the level of foreign-funded enterprises in many aspects. The powertrain of traditional cars is developing in the direction of new energy, which is an opportunity for China car companies to overtake in corners.

Traditional cars have limited room for improvement in performance. The next round of competition will definitely turn to the competition of software, intelligent terminals, driverless, ecology and so on. The original ability of traditional cars in this respect has blocked the entry of new forces to some extent.

New car and new technology: do you feel anxious or worried about the great changes of the times? What do you think when you see the news of bankruptcy, merger and reorganization of some traditional car companies and the information that Tesla's market value exceeds Toyota's?

Bowen: The whole thinking is constantly changing. In the early days, new forces entered the automobile industry, and many people thought that there were not many opportunities for new forces based on their understanding of traditional automobile barriers. However, with the development and evolution of the automobile industry, we must re-examine the incentives for the emergence of new forces. I think the new power enterprises have seen the difficulties in the transformation of traditional cars. The road that the new forces take is a truly customer-centered and digital operating system, which truly transforms cars from hardware to software, from the original mobile tools to intelligent terminals, and into living spaces. They saw an opportunity in the process of changing cars from hardware to software.

For independent brands, the impact is fierce. Because of intelligent driving and intelligent interconnection technology, the investment in every link is huge, and there are still many uncertainties in the development of new energy. Traditional cars cannot fall behind.

On the other hand, I think as long as we can see the development trend of cars clearly, traditional cars still have their own advantages, and the key depends on how they break and stand. Internet thinking is not unique to Internet people. As long as it is truly customer-centric, traditional autobots will also become internet people.

Therefore, our job is to change our organization and structure infinitely to meet the needs of customers. Breaking through the situation, we have an insight into this development trend, understood the necessity of this change, brought our advantages to the extreme, and quickly changed our shortcomings. I think traditional car companies are still superior to new forces in terms of opportunities. And recently, I also feel that many traditional car companies have made deep changes in their organizational structure.

New cars and new technologies: As a young passenger car brand, how can gateway ensure that it will become a surviving member in the future? Tens of thousands of cars do you think will put gateway in a relatively safe position?

Bao: Profit is the first step to survival. Jietu product 20 18 went on the market, and the net profit rate of 20 19 was 4%. There has been a net profit in the past two years, and the cash flow is very good. Now we are on the track of a virtuous circle, which is the first step. If the group goes public again in the next step, there will be more capital to support our future development.

For Jiewei, our current concern is not how many cars to sell, but to lay a good brand, make deeper customer stickiness, constantly expand the ecological circle and expand sales, and every step must be very stable. I think as long as there is this trend, Jietu's future will get better and better. Of course, Gateway still has short-term and long-term sales targets. I think Jeto has a great chance as long as he can continue like this.

Our new gateway X70? PLUS, which adopts Qualcomm SA6 155P highest computing power chip, integrates multi-core Qualcomm AI engine and many leading features, and integrates Qualcomm digital platform and Tencent Ecology. The whole product is upgraded very quickly. There is a Gateway 4S store in Guangzhou, which has just been listed for one month. Gateway X70? In addition, the sales volume exceeded 65,438+000 units, which became a nationwide success. PLUS has ordered more than 20,000 units and is still out of stock.

The most gratifying thing is the younger customer base. 30-35 years old is the main customer base of our new generation products. The next generation products we build are aimed at customers aged 25-30, and the products are younger and more scientific. The next products are ready to build a digital development system, a digital manufacturing system and a digital marketing system in an all-round way, truly realize online sales and offline experience, and sell the next generation of products by building private domain traffic, which is also a necessary change for our deep transformation.

New car and new technology: With the intensification of market competition, enterprises put forward higher requirements for their own resource utilization efficiency and organizational operation efficiency. What innovations does Jietu have in organizational structure, talent construction, product research and development, and supply chain management?

Bao: In the past, all decisions had to be reported to the leaders. Now we are building a digital organizational structure. The so-called inverted triangle organizational system, that is, front-end decision-making and back-end support, turns the back office into a service department to support the needs of front-end customers.

Next year is the first year of our profound transformation, digital transformation, building a digital marketing system, transforming customer needs into digital language, transforming into our R&D needs, interacting with customers infinitely, and treating every R&D as our sales activities, thus greatly enhancing our perception of customers and our cognition of customer needs.

We have established a complete supply chain system. From the needs of end customers to procurement and production, we can achieve integration and transparency, and realize the ability of rapid interaction, which will greatly reduce the inventory of dealers, improve the profitability of dealers, and greatly improve our operating efficiency and economic benefits.

We have just set up a digital marketing department to quickly respond to customer needs through digital systems, thus improving our sales ability. We are still building a digital service system to rapidly improve our service and responsiveness. Everything is in progress.

We are also preparing to set up a big data operation center internally. At present, Henan factory has become the first demonstration operation center in Henan. Through the application of Internet of Things technology, our quality, efficiency and accuracy have been greatly improved.

New cars and new technologies: Finally, the market share of China brand passenger cars has dropped sharply this year. When do you think the lowest point will appear and start to reverse?

Bao: I think the luxury car market in China may still be dominated by foreign brands in the future, but China brand will definitely dominate the car market within 200,000 yuan. This year's Beijing Auto Show is a turning point for software-defined cars. The overall hardware strength of China automobile has infinitely approached or partially surpassed foreign brands.

In terms of software strength such as intelligent networking, China Auto has taken the lead. Especially after the software enters rapid iteration, it will form data accumulation and iteration, which can better meet the needs of customers through a large number of data verification. I think the future of China automobile must be bright.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.